CHURCH'S CHICKEN

Ditching the Soundstage

Most fast food ads are shot on sterile soundstages, making them feel entirely fake. For the launch of the Honey Butter Biscuit Tenders, I completely rejected the studio environment. Instead, I spearheaded a move directly to the streets of Atlanta.

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Casting from the Pavement

We did not hire a traditional casting agency. We hit the pavement with local comedian Mario Tory and found the talent ourselves. We discovered that incredible, infectious energy is everywhere in this city. We proudly traded professional actors for real people with raw, undeniable talent.

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Capturing the Culture

I built this campaign to capture the actual culture rather than just sell a menu item. We stopped overproducing the message and worked the pavement to turn a simple product launch into an authentic street-level celebration. It was fast. It was real. It was incredibly sweet. We proved that true authenticity does not come from a script. It comes directly from the streets.